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By Kirk Layton, President & Co-Founder, The Tenex Group

 

The commercial real estate industry, often perceived as traditional, is increasingly navigating the dynamic world of social media. While some CRE companies have a robust presence on social channels, others have yet to wade into the digital vortex, and some are in the process of figuring out what their strategy is. With designs on helping our clients with their social content, The Tenex Group recently welcomed Ty Kolenski to the team as our new Digital Marketing Coordinator. Among other things, Ty will be working with our CRE clients to create and deploy engaging, timely and relevant content on social media.
One of the first things we asked Ty to do when he joined The Tenex Group was conduct an analysis of our current and prospective clients’ presence on social media. Ty’s analysis sheds light on how CRE firms are utilizing these platforms, from which we can draw implications for the industry and make some modest recommendations.
Key Findings:
  • LinkedIn Dominates: As expected, LinkedIn is the go-to platform for most CRE firms, likely due to its professional networking focus. It’s where industry players connect, share insights, and establish thought leadership.
  • Instagram’s Rise: Instagram’s visual appeal is attracting CRE firms, but content strategies vary widely. Some showcase properties, while others focus on company culture or industry events. Consistency and engagement are key for success on this platform.
  • Twitter/X’s Presence: While not as widely adopted as LinkedIn, Twitter/X provides a platform for real-time updates, news sharing, and engaging with a broader audience.
  • Facebook’s Mixed Usage: Facebook sees less consistent use among CRE firms. Some maintain active pages, while others have abandoned them. This platform might be more suitable for hyper-local, building-specific content.
  • YouTube & Video Content: YouTube is leveraged by some for thought leadership content, property showcases, and corporate videos. However, it requires a significant investment of time in content creation and promotion.
  • TikTok’s Absence: Notably, TikTok is virtually absent from the CRE landscape. This platform’s short-form video format might not align with the industry’s traditional communication style, although there is an opportunity to engage a younger tenant demographic on the platform.
  • Cross-Posting & Consistency: Successful firms maintain a consistent brand presence across multiple platforms, often cross-posting content for efficiency. However, tailoring content to each platform’s unique audience and format is crucial.
Implications for the CRE Industry:
  • Evolving Communication: Social media is reshaping how CRE firms communicate with clients, prospects, and industry peers. It offers opportunities to build relationships, showcase expertise, and stay top-of-mind.
  • Brand Building: A strong social media presence can enhance a firm’s brand image and differentiate it from competitors.
  • Lead Generation: Social media can be a valuable tool for generating leads and nurturing relationships with potential clients.
  • Thought Leadership: Sharing valuable insights and thought leadership content on social media can position a firm as an industry expert.
  • Talent Attraction: Social media can help CRE firms attract top talent by showcasing company culture and values.
Recommendations:
  • Develop a Strategic Approach: CRE firms should develop a clear social media strategy aligned with their business goals and target audience.
  • Invest in Quality Content: High-quality content that is informative, engaging, and visually appealing is essential for social media success.
  • Engage with Your Audience: Building relationships and fostering engagement is key to maximizing the benefits of social media.
  • Monitor and Measure Results: Tracking and analyzing social media metrics can help firms refine their strategy and improve results.
The CRE industry’s social media landscape is evolving rapidly. By embracing these platforms strategically, CRE firms can enhance their brand, engage their tenants, and drive business growth. 
The Tenex Group

At The Tenex Group, we love all things tenant experience and want to work with you to help you get the most out of your tenex strategy.

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